Сегодня вечером, 11 июня, в кинотеатре Riga станут известны победители 11-го международного фестиваля рекламы Golden Hammer.
Предлагаем вашему вниманию список финалистов всех конкурсов и наш короткий комментарий.
Как сообщили в оргкомитете Золотого Молотка, в конкурсной программе приняло участие более 600 работ из 25 стран. Это не рекордное количество работ по абсолютной величине, хотя и больше, чем в прошлом году, но рекордное число стран. География фестиваля расширилась благодаря сети Saatchi&Saatchi, агентства которой из многих стран прислали свои работы в креативное жюри, возглавляемое John Pallant, Regional Creative Director, Europe, Middle East and Africa at Saatchi&Saatchi, UK).
Даже беглый просмотр шорт-листа свидетельствует о:
- Расширение саатчевской заявочной географии расширило и традиционную географию шорт-листа Хаммера. Там присутствуют финалисты из Южной Африки, Италии, Бельгии, Австрии и Франции.
- уверенном лидерстве российских и украинских креативных агентств в состязаниях стран. Думаем, что это тот случай, когда количество (число заявок) перерастает в качество (награды). Рискнем предположить, что Россия будет первой, а Украина второй, при олимпийском подсчете финальных очков победителей фестиваля,
- также рискнем предположить, что сетью года будет объявлен Leo Burnett, а не Saatchi или Ogilvy. Для определения агентства года у нас еще мало вводных данных, но шансы московского Бернетта оцениваем высоко.
- отсутствие славян (русскоязычных) среди членов жюри не помешало русскоговорящему украинскому Кинографу покорить своей Аварией имени Ксении Собчак все составы жюри. Считаем это вполне показательным примером того, что сетовать на жюри и искать причину неуспеха вне своего агентства бесперспективно. Хорошая сильная работа «пробьет» любое жюри.
Давайте дождемся церемонии награждения, которая расставит все точки и найдет ответы на все вопросы.
| SHORTLIST 2010 | ||
| TV Ads | ||
| A-1 Foodstuffs, beverages, animal and pet food | ||
| Escape - The Film | Ogilvy Group Ukraine | Ukraine |
| Revo Wall | PROVID | Ukraine |
| Ostrich | Saatchi & Saatchi | South Africa |
| Skittles_Juicy Exotic | SapientNitro | Russia |
| A-2 Alcohol beverages | ||
| Moving Riga | Milk | Lithuania |
| A-3 Clothing, beauty products, hygiene products, medications, Household goods, pet products, office equipment, construction, transport | ||
| Shoe | Instinct | Russia |
| A-4 Services (tourism, entertainment, sports, mass media, culture, education) | ||
| The Withch 3 | McCann-Erickson Riga | Latvia |
| Drama Queen | TBWA\PHS Helsinki | Finland |
| A-5 Services (telecommunications, financial, trade, insurance, retail) | ||
| Mayakovsky | Adventa Lowe | Ukraine |
| Tcvetaeva | ||
| 25 Years | Instinct | Russia |
| Breathe | Ogilvy Group Ukraine | Ukraine |
| A-6 Social | ||
| Fly | JWT Russia | Russia |
| Child as a Mirror | KING Helsinki | Finland |
| Polarosaurs | Leo Burnett Moscow | Russia |
| Nickolay | Ogilvy Group Russia | Russia |
| Print Ads | ||
| B-1 Foodstuffs, beverages, animal and pet food | ||
| WRINKLED FINGER | TBWA / Central Asia | Kazakhstan |
| B-2 Alcohol beverages | ||
| mushroom | Instinct | Russia |
| B-3 Clothing, beauty products, hygiene products, medications, Household goods, pet products, office equipment, construction, transport | ||
| POLICE TICKET | Ogilvy&Mather Budapest | Hungary |
| WANTED | Ogilvy&Mather Budapest | Hungary |
| Hard day | Saatchi & Saatchi Russia | Russia |
| Last Night | ||
| Weekend | ||
| Sting | Saatchi & Saatchi Switzerland | Switzerland |
| Tickle | ||
| Burn | ||
| Scratch | ||
| B-4 Services (tourism, entertainment, sports, mass media, culture, education) | ||
| Pasaka print campaign - "E.T." | UAB "Adell reklama" | Lithuania |
| Pasaka print campaign "R2D2" | ||
| Pasaka print campaign "Birds" | ||
| B-5 Services (telecommunications, financial, trade, insurance, retail) | ||
| bolt | Instinct | Russia |
| triangle | ||
| key | ||
| old 1 | Instinct | Russia |
| old 2 | ||
| old 3 | ||
| B-6 Social | ||
| Street Children | Leo Burnett Ukraine | Ukraine |
| Suicide | Ogilvy&Mather | Czech Republic |
| The Big Turn Off | Ogilvy&Mather Advertising | Romania |
| DICTATORS | SAATCHI & SAATCHI | France |
| Birds - Swallow | Saatchi&Saatchi Romania | Romania |
| B-7 Other (a category will be chosen by the judges) | ||
| Reading | Leo Burnett Moscow | Russia |
| Outdoor Posters | ||
| C-1 Foodstuffs, beverages, animal and pet food | ||
| Merrild Coffee Cup Wall | OMD Latvia | Latvia |
| C-3 Clothing, beauty products, hygiene products, medications, Household goods, pet products, office equipment, construction, transport | ||
| Balerine | BBDO Russia | Russia |
| Soldiers | ||
| POLICE TICKET | Ogilvy&Mather Budapest | Hungary |
| WANTED | Ogilvy&Mather Budapest | Hungary |
| Wrinkles | Saatchi & Saatchi Russia | Russia |
| C-4 Services (tourism, entertainment, sports, mass media, culture, education) | ||
| Warm-up | Ogilvy Group Ukraine | Ukraine |
| C-6 Social | ||
| Street Children01 | Leo Burnett Ukraine | Ukraine |
| Street Children02 | ||
| Punch Machine | Ogilvy&Mather Advertising | Romania |
| DRUNK DRIVING MEMORIAL | ZAVOD | Russia |
| Radio Ads | ||
| D-3 Clothing, beauty products, hygiene products, medications, Household goods, pet products, office equipment, construction, transport | ||
| Both Sides | TBWA / Central Asia | Kazakhstan |
| Faster and Better | ||
| Seven Days | ||
| D-5 Services (telecommunications, financial, trade, insurance, retail) | ||
| Mayakovsky | Adventa Lowe | Ukraine |
| Tcvetaeva | ||
| Medication Against Boredom | McCann-Erickson Riga | Latvia |
| Interactive Media | ||
| E-1 Corporate websites, Information resources - NEWS PORTALS; Service projects: on-line services, on-line stores, catalogues, search services; Non-commercial projects: entertainment, culture, humanities, ecology, microsites | ||
| Toyota Prius | BrandStudio | Russia |
| Speed of Light | Gaumina | Lithuania |
| Hobby Tuner | Wiktor Leo Burnett | Slovakia |
| E-2 Simple banners: GIF, JPG, Media banners: flash, HTML, rich-media; Beyond The Banner (interstitials, push technology, etc.) | ||
| Give a pass! | Adwatch | Russia |
| Street Children | Leo Burnett Ukraine | Ukraine |
| Less words - more action for your native city! | Studio7 | Ukraine |
| E-3 Internet campaigns | ||
| Milana | ADM Interactive | Estonia |
| PumpMan | Gaumina | Lithuania |
| Kseniya Sobchack. Crash. | Kinograf | Ukraine |
| CanCamera | Leo Burnett Moscow | Russia |
| Street Children | Leo Burnett Ukraine | Ukraine |
| The Pink Squad | Wiktor Leo Burnett | Slovakia |
| E-4 E-mail Marketing / Newsletters, animated greeting cards | ||
| Airbaltic Christmas greeting | Cube-Media | Latvia |
| AXE TV: gift the good news | LLC GRAPE | Russia |
| E-5 Viral video | ||
| Raitis Reverss/Running Backwards viral video | DDB Worldwide Latvia | Latvia |
| Kseniya Sobchack. Crash. | Kinograf | Ukraine |
| Uneasy Stocking Date | Ogilvy Group Russia | Russia |
| Balloons | Ogilvy Group Russia | Russia |
| Aquapark | Ogilvy Group Russia | Russia |
| Extreme on Moscow River | Saatchi & Saatchi Russia | Russia |
| Shooting | ||
| Extreme goal | ||
| Proposal | ||
| BBQ Football | ||
| E-6 Other (a category will be chosen by the judges) | ||
| Madara drinks web game | Digibrand | Latvia |
| Will I survive until the end of the year? | Euro RSCG Prague | Czech Republic |
| Elmenhorster Juice Empire | Interactive Marketing Partner Baltic, UAB | Lithuania |
| Your Corby Speaks for You | Leo Burnett Moscow | Russia |
| Best Use of Media | ||
| F-1 Best use of Television | ||
| Announcement | Wiktor Leo Burnett | Slovakia |
| F-2 Best use of Radio | ||
| Let s encourage ours together! | Media House | Latvia |
| F-3 Best use of Print Media | ||
| Reading | Leo Burnett Moscow | Russia |
| F-4 Best use of Outdoor Media (posters, stands, pillars, signboards, neon signs, pneumatic constructions, decorations, transport) | ||
| Zebrafest | ACG Advertising Agency | Hungary |
| Calve. Tomatoes only. | BBDO Russia | Russia |
| Sony Ericsson C510 campaign Smile hunt! | Media House | Estonia |
| 1of1 | Media House | Lithuania |
| F-5 Best use of Indoor Media (posters, stands, pillars, signboards, neon signs, decorations) | ||
| Your Corby Speaks for You | Leo Burnett Moscow | Russia |
| F-6 Best use of Internet | ||
| Street Children | Leo Burnett Ukraine | Ukraine |
| Making Contact with Non-Humans | Optimum Media OMD | Russia |
| F-7 Best use of Media Mix | ||
| "Don't throw away the money in a pit" | Inspired Communications | Latvia |
| Kseniya Sobchack. Crash. | Kinograf | Ukraine |
| Street Children | Leo Burnett Ukraine | Ukraine |
| Lietuvos Draudimas / RSA. 50 ct | MediaCom | Lithuania |
| A garden for Antwerp | Saatchi & Saatchi | Belgium |
| F-8 Best use of Guerilla Marketing (Legal Graffiti/Murals, Word of Mouth/Buzz), Product Placement, Street Teams | ||
| TELE2 Meteorite lands in Latvia | Inspired Communications | Latvia |
| Street Children | Leo Burnett Ukraine | Ukraine |
| Rain of flowers | Publicis Group Austria | Austria |
| F-9 Best use of Sponsorship, Event/Nightlife Marketing | ||
| Diademine Street Painters | BBDO Russia | Russia |
| Sensational Whiteness with Persil at Sensation! | Optimum Media OMD | Russia |
| F-10 Best use of Alternative Media (Blog, In-Game Advertising, Mobile Marketing, Screensavers, SMS (Short Message Service), Video Projections) | ||
| CanCamera | Leo Burnett Moscow | Russia |
| Jokos 360 App Trip | Omnicom Media Group Germany GmbH | Germany |
| 3d projection:When fairy tales come true | UAB Publicum Media | Lithuania |
| Art direction | ||
| G-1 Label and packaging | ||
| DRYG NARODA | Clёver | Russia |
| The drink that didn't have a name | DDB Vilnius | Lithuania |
| Gauss bulbs packaging | fastway: ideas that rock! | Russia |
| G-2 Logo Design, corporate Design, corporate identity (integrated solutions), Annual reports, brochures & catalogues | ||
| Estonian Centre of Architecture | Identity Ltd. | Estonia |
| Sangar | Identity Ltd. | Estonia |
| Fill the gap | Transformer Studio | Russia |
| Find your Idea! | Voskhod | Russia |
| G-3 Booklets, Calendars, POS materials (stickers, shelf-talkers etc.) | ||
| Tuberculosis 3D Test | Voskhod | Russia |
| G-4 Other (a category will be chosen by the judges) | ||
| Sweeney Todd: the Thriller | DDB Vilnius | Lithuania |
| Postcard Business Card | Transformer Studio | Russia |
| ADVERTISING CAMPAIGNS | ||
| The Eagle-Eyed Johnny | ADELL Saatchi&Saatchi | Latvia |
| What would we be buying if it hadn't happened? | Euro RSCG Prague | Czech Republic |
| TELE2 Meteorite lands in Latvia | Inspired Communications | Latvia |
| Kseniya Sobchack. Crash. | Kinograf | Ukraine |
| CanCamera | Leo Burnett Moscow | Russia |
| Street Children | Leo Burnett Ukraine | Ukraine |
| Omnitel Let\ | LOVE | Lithuania |
| Life is a Search | Saatchi & Saatchi Russia | Russia |
| Free Looking | Saatchi & Saatchi | Italy |
| The Pink Squad | Wiktor Leo Burnett | Slovakia |
| DIRECT MARKETING | ||
| I-2 Direct marketing materials (B2C, B2B) | ||
| KNOCKING ON HEAVEN'S DOOR | R&I GROUP | Russia |
| 5ok ANTIViral campaign | Talan Group (Talan Proximity) | Ukraine |
Максим Лазебник
Источник: www.sostav.ua
